Google takes on AWS and Azure in India with Airtel cloud deal

Google has inked a deal with India’s third-largest telecom operator as the American giant looks to grow its cloud customer base in the key overseas market that is increasingly emerging as a new cloud battleground for AWS and Microsoft .

Google Cloud announced on Monday that the new partnership, effective starting today, enables Airtel to offer G Suite to small and medium-sized businesses as part of the telco’s ICT portfolio.

Airtel, which has amassed over 325 million subscribers in India, said it currently serves 2,500 large businesses and over 500,000 small and medium-sized businesses and startups in the country. The companies did not share details of their financial arrangement.

In a statement, Thomas Kurian, chief executive of Google Cloud, said, “the combination of G Suite’s collaboration and productivity tools with Airtel’s digital business offerings will help accelerate digital innovations for thousands of Indian businesses.”

The move follows Reliance Jio, India’s largest telecom operator, striking a similar deal with Microsoft to sell cloud services to small businesses. The two announced a 10-year partnership in August last year to “serve millions of customers.”

AWS, which leads the cloud market, interestingly does not maintain any similar deals with a telecom operator — though it did in the past. Deals with carriers, which were very common a decade ago as tech giants looked to acquire new users in India, illustrates the phase of the cloud adoption in the nation.

Nearly half a billion people in India came online last decade. And slowly, small businesses and merchants are also beginning to use digital tools, storage services, and accept online payments. According to a report by lobby group Nasscom, India’s cloud market is estimated to be worth more than $7 billion in three years.

Like in many other markets, Amazon, Microsoft, and Google are locked in an intense battle to win cloud customers in India. All of them offer near identical features and are often willing to pay out a potential client’s remainder credit to the rival to convince them to switch, industry executives have told TechCrunch.

The three companies have also launched a range of tools and conducted training in India in recent years to help mom-and-pop stores easily build presence on the web. Last week, Amazon said it was investing $1 billion into its India operations to help about 10 million merchants come online.

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